Tom Borg, a mid-sized green industry business consultant and a regular writer for Irrigation and Green Industry Magazine, recently wrote an article called How to Win Loyal Clients by Demonstrating Your Company’s Values. The article goes into depth of how to build loyalty with your green industry clients. A unique value proposition is really an essential building block for any business.
Thomas J. Stanley, the late author of the ‘Millionaire Next Door’ had this to say about business:
“Building a business is like building a home. If the foundation rests on an unstable setting or is constructed with subpar materials, it doesn’t matter if the rest of the home is perfect. It will never be a joy to its owner.”
A unique value proposition is the foundation to much of what you do. Here are four reasons why you need to develop a unique value proposition.
Sets you Apart from Competition
What makes you unique? There might be hundreds of green industry businesses in the area that you service, how do you stand apart? A unique value proposition does just that. If you specialize in a certain area, it can showcase that. If honesty is one of the pillars of your business, don’t make your customers guess that about your business. It should be displayed proudly on your marketing materials, social media accounts and also on your website.
Helps with your Marketing Messages
A unique value proposition makes it easier for you to craft marketing messages. What should you say about your business? Are you flexible with scheduling and work around busy client’s schedules? Is trustworthiness something your field techs pride themselves on?
Having one in place makes it easier to sell your services. You have unified messages about your offerings. It will also help you to highlight your company’s strengths.
Keeps you Focused
A strong unique value proposition will keep you focused on your strengths. There are times where businesses will stop focusing on what makes their business especially strong. The value proposition that you create for your green industry business can become a helpful guide for your business activities.
Social Proof
While a unique value proposition is something that a business makes up on their own, its claims can be validated by social proof such as reviews or testimonials. It can be a powerful thing for potential customers to read or hear. If you make the claim in your value proposition that you’re business is green and environmentally friendly, having that backed by a customer of yours can be proof to prospects that your claim is infact true.
